Case Study: BMW achieves 34% uplift in test drives from users who hadn't visited its website with Criteo

BMW - Customer Case Study

BMW, one of Germany’s leading luxury automakers, needed to drive awareness and test-drive leads for its X‑Drive winter campaign beyond traditional retargeting. In 2013 BMW sought a cost‑per‑lead acquisition strategy to reach new web users (not prior visitors) and ensure on‑target prospects, with campaign tracking validated by comScore vCE.

Criteo expanded BMW’s retargeting by acquiring new, on‑target users on a CPC basis using real‑time optimization, producing incremental validated online test‑drive leads. The campaign delivered a 34% uplift in test drives from users who hadn’t visited BMW’s site; exposed users skewed higher income (+27% earning >€55K), were twice as likely to visit OEM sites (26% vs. 12%), and 62% visited automotive sites overall.

BMW